This week, New York magazine has a profile of the website we all love to hate: Upworthy. U

pworthy is the bane of many a journalist’s existence. It peddles in clicks, and has people sharing, painlessly and by the millions, pieces of content that concern topics we actually want to report on. A 10-page feature or package with video on the effects of poverty takes months to prepare and weeks to garner attention on Twitter. They find one video on the topic and it has thousands of views. It’s more BuzzFeed-y than BuzzFeed; they at least have a news team. You should read the whole piece, though, because there are lessons to be gleaned from their success.